Rebranding a Beer

True that. Things change. Get over it.

DFH Indian Brown is also a perfect example of why you should rate the beer in the glass and not compare it to some arbitrary style. Does the beer taste good? If yes, then why ding it because it doesn't fit into some box that has been artificially created?

 

Maybe we need a new style "Mutt" or "Frankenstein", or mash them up for "Muttenstein" since it would describe a mashup. Muttenstein would be short for "I don't know what the hell this is".

 

Besides the fact that the beer was named "Indian Brown" from the beginning (as noted by others above) Caligione claims it was designed to be a dark IPA, such as this quote from Stan Hieronymus' 2012 book, For the Love of Hops:

* Wait a sec - " flaked maize " ? Wasn't Caligione one of the stars of the infamous "I don't put corn (or rice) in my beer!" video?

 

There was at least one other that put corn in some of his beers.

 

Are Devil Dancer and Double Crooked Tree Brown Double IPAs?

 

No problem with rebranding, most things need a face lift every now and then. I accept that, and I'll buy it if I like the beer, I won't if I don't. But I'm guessing the rebranding is for the benefit of the 95% of the beer drinkers who don't even know sites like this exist.

 

But back then hoppy brown ales were incredibly popular, and there was even a recognized substyle of American Brown Ale. I still think it's closer to that than a Black IPA.

This just comes across as taking advantage of a popular moniker now, rather than being more descriptive.

 

Ding, ding, ding, we have a winner. DFH figures they will sell a WHOLE bunch more if they designate it an IPA rather than a brown ale.

 

I really like all the new labels they are using, they look nice. As for the beer, they can call it whatever they want, i remember people complaining about the hoppyness in that beer and saying how its not a brown. That's probably why they did it.

 

True. Ive never seen it in local stores in my area id have to travel for it so im assuming its not a seller here. Some people may think its a whole different beer now, put it in their store and it would sell better now.

 

Just bought a six a few weeks ago and did not even notice. I only looked to see the date was a week old. I think I like
Bells best more

Enjoy

 

A snippet from the style description right here on BA

"....This style also encompasses "Dark Ales". The bitterness and hop flavor has a wide range and the alcohol is not limited to the average either."

Based on this alone, the re-brand isn't entirely off base since technically "Dark" and "Ale" are elements of the new style description. While re-branding as a "Dark IPA" may have been an excessive description that can possibly be seen as making a mockery of the massive IPA genus, (and possibly opportunist in "our" eyes) it could very well attract folks outside of our community. A fellow (or dame) that has enjoyed IPAs may come across a "dark IPA" and be more intrigued by it than simply a "Brown Ale" which to the average Joe, could seem like a pretty dull style.

 

Too bad they didn’t just copy New Amsterdam's moniker way back when

 

Given that even some people using this site report being confused as to what to expect from an "India Brown Ale," even when the label description included "well-hopped," I'd say substituting or adding "Dark IPA" is an additional clarification of what to expect of the beer.

 

I initially saw and had this with the understanding that it was a hoppy brown ale. I think dark IPA (easy to understand) or brown IPA is more accurate.

 

In reality, for every person "dinging" it , there were probably nine others giving a higher score because....hoppy. Which is why it's 12th overall in the category (with all bar one above it being hard/very hard to come by for the typical BA).

And TBH it's not really the perfect example, because the hoppy element of the beer isn't really a case of operating outside the description of the style (as has been quoted already somewhere further up)

 

New Belgium seemed to do this with Fat Tire. It used to be labeled as an Amber Ale:




And the new bottles now call it a Belgian-Style Ale:

 

I think this is actually a new beer under the Fat Tire family. Seems like NB is trying to grow FT as a family of beers now.

I would try this new one if I come across it at a nice price.

Enjoy

 

It's not, they even have it reflected on their website. There is no Fat Tire Amber Ale anywhere.

http://www.newbelgium.com/beer/fat-tire

 

Was just going to report this same info.
"Fat Tire Belgian Style Ale -- The American Craft Beer Icon"

The description at the Fat Tire page of NB's web site is the same marketing they've been pushing for Fat Tire all along...
"After a trip to Europe, New Belgium’s co-founder returned to Colorado from Belgium with a handful of ingredients and an idea. Two years later, Fat Tire – named in honor of his inspired bike ride across the Belgian countryside – pedaled its way into the hearts of beer drinkers."